International Journal of Social Science & Economic Research
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Title:
HOW CONSUMER DATA DRIVES OTT PLATFORMS IN INDIA:AN AMAZON STORY

Authors:
Anshuman Kandoi

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Anshuman Kandoi
Triveni Residential Complex Sovabazar, Goa Bagan, Ward Number 16, Kolkata,West Bengal 700006

MLA 8
Kandoi, Anshuman. "HOW CONSUMER DATA DRIVES OTT PLATFORMS IN INDIA:AN AMAZON STORY." Int. j. of Social Science and Economic Research, vol. 7, no. 1, Jan. 2022, pp. 69-80, doi.org/10.46609/IJSSER.2022.v07i01.005. Accessed Jan. 2022.
APA 6
Kandoi, A. (2022, January). HOW CONSUMER DATA DRIVES OTT PLATFORMS IN INDIA:AN AMAZON STORY. Int. j. of Social Science and Economic Research, 7(1), 69-80. Retrieved from doi.org/10.46609/IJSSER.2022.v07i01.005
Chicago
Kandoi, Anshuman. "HOW CONSUMER DATA DRIVES OTT PLATFORMS IN INDIA:AN AMAZON STORY." Int. j. of Social Science and Economic Research 7, no. 1 (January 2022), 69-80. Accessed January, 2022. doi.org/10.46609/IJSSER.2022.v07i01.005.

References

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ABSTRACT:
Amazon Prime Video is one of the most popular video streaming services in India. As of March 2020, it had a user base of over 38 million Indians. According to a new survey, India is one of the world's fastest-growing markets for Amazon Prime Video (APV). While Amazon Prime Video was the most popular streaming service, it was followed by Netflix and then Hotstar. This research paper offers insights into the development of marketing strategies aimed at obtaining favourable behavioural responses from customers in order to maintain growth and profitability. By highlighting the links between two broad dimensions: attitudinal and behavioural, this study adds to the growing body of knowledge on customer loyalty. The research proves that an attitude–behavior link is important for achieving meaningful client loyalty.

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